Retail media as innovation in your communication

bonnasutrodhar

The new era of e-commerce, driven especially by the acceleration of digital transformation, is changing consumer behavior.

By 2022, it is projected that 1 in 5 total retail sales will be online, and by 2025 this number will represent 25% of the sector's total number of sales. Behind this is a growing volume of advertising investment allocated to retail media , a concept that encompasses advertisements positioned on e-commerce and marketplace sites to influence the customer in the purchasing environment.

This movement directly influences all players who work with advertising, especially advertising agencies, which gain a greater range of formats and new possibilities to impact their clients' consumers within the shopping space itself.

This strategy allows companies to generate connection Phone Number List  throughout the journey and map consumer actions in order to improve the consumption experience. What is retail media? Retail media is the strategic placement of ads sponsored by brands and companies on retailer websites and apps.



These are advertisements that brands place on retailers' online sales portals with the aim of increasing the visibility of their products or services and, consequently, influencing the end consumer to make a purchase.

Although retail media has been around for some time, advertisers are now banking on the sector to keep up with the growth of e-commerce – and retailers are looking to keep up with brands' demands.

With this strategy, brands increase their visibility on digital shelves through native and display ads, similar to a special aisle feature in a physical store. And they can go beyond that when we talk about an O2O advertising structure .

Ads can appear on the home page, category page, search page, or product detail page to reach consumers at various stages of their journey. When thinking about the American universe , advertisers still have the possibility of displaying the brand and products in the physical environments of more than 1800 stores, in addition to innovative projects, such as metaverse , for example.

Just like any other, the ecosystem of this process needs to be balanced to function perfectly. After all, for the strategy to be successful, it requires the collaboration of those involved.